NO DIRT GOLF
WEBSTORE REDESIGN
Designer + Developer
My Role
E-Commerce Redesign
Type
Shopify (Liquid)
Platform
Launched
Status
01
PROJECT OVERVIEW
No Dirt Golf makes microfiber golf towels built for performance: high quality, designed to turn heads on the course. With a new collection ready to launch and paid ads coming, they needed a store that could actually convert the traffic they were about to drive to it. The existing site wasn't built for that.
The project had two parts: a full Shopify storefront redesign focused on conversion, and the design and development of a brand new feature: a custom product configurator that lets customers upload their logo or add custom text directly on the product page.
Redesigned Homepage
02
THE PROBLEM
The site wasn't failing for one reason: it was failing for several interconnected ones. All pointing to the same root cause: the design was getting in the way of the product.
Visual Clutter
Too many things competing for attention
Rotating banners, competing CTAs, and too many content blocks pulling the eye in different directions. Nothing was clearly the most important thing on the page.
Off-topic Content
Sections that didn't support the purchase
Prime real estate was occupied by content that didn't help users understand the product, trust the brand, or decide to buy.
Friction
Broken conversion path
Navigation wasn't clear, the product wasn't prominent above the fold, and there were no trust signals near where purchase decisions get made.
Missed Opportunity
No way to personalize
A product that naturally lends itself to branded and gifted use cases had no customization option, leaving corporate, gifting, and team segments completely unaddressed.
03
RESEARCH & DIRECTION
No formal interviews. The research came from the store's own data: analytics, abandoned carts, and a competitive audit of where premium golf brands were setting the bar.
Shopify Analytics
High bounce, low time-on-page
Most sessions were ending on the homepage. Visitors weren't scrolling far enough to reach the product grid, signaling the above-the-fold experience wasn't earning attention.
Abandoned Cart Data
Drop-off before checkout was significant
Cart abandonment rates pointed to friction in the purchase path: unclear product value, no trust signals near the buy button, and no reason to act urgently.
Funnel Analysis
Add-to-cart rate was the bottleneck
Checkout completion from cart was reasonable. The real problem was getting visitors to add anything at all. The product page and collection weren't doing enough to convert intent.
Competitive Audit
Premium golf brands were setting a different standard
Clean single-hero layouts, strong product photography, tight value propositions above the fold. No Dirt's store wasn't competing visually with the premium segment it was trying to occupy.
04
WIREFRAMES & IDEATION
Low-fidelity first: the goal was to decide what the site needed to contain and in what order, before any visual decisions were made.
Homepage: hero, trust bar, best sellers
New colors section + feature banner
Why No-Dirt features + reviews
Design Your Own: customizer layout
05
DESIGN & BUILD
Built directly in Shopify Liquid: full control over layout, component behavior, and the custom feature integration.
Hero: One Message, One Moment
Single full-bleed photograph of the product in use. "Keep your clubs clean, every round" communicates the benefit immediately. Two CTAs: "Shop now" for the standard flow, "Design your own" as a direct entry point to the customizer, making the new feature visible from the first scroll.
→ Single CTA hierarchy, customizer surface at hero level
Trust Bar: Objection Handlers at the Right Moment
Free shipping $50+, 30-day returns, 5,000+ golfers, placed immediately below the hero, before the product grid. Not decorative. These are placed exactly where a first-time visitor is most likely to hesitate.
→ Trust signals above product grid, not in the footer
Product Sections: One Job Each
Best sellers with clean photography and direct naming. "Why No-Dirt?" translating features into benefits. Reviews with real customer quotes. Each section earns its place by moving the user closer to a purchase decision.
→ Every section earns its place or gets cut
The Customizer: Built from Scratch in Liquid
New product template with a two-panel layout: live product preview on the left, customization controls on the right. Logo upload, 25-character text input, font selector, thread color swatches, decoration method with live pricing, and a total that updates before the CTA. All submitted assets are tied to the order on the backend.
→ Zero friction from custom intent to checkout
Customizer: Final Product
06
RESULTS
First 30 days post-launch vs. prior 30 days, launched simultaneously with paid ads.
1.68%
+66%
Conversion rate
12,609
+75%
Sessions
770
+201%
Added to cart
212
+190%
Completed purchases
Conversion Rate Over Time
Data from Shopify
Conversion Funnel
Data from Shopify
The add-to-cart increase (+201%) is the headline number: it's the most direct signal that the homepage and product presentation worked. Getting a cold visitor to add to cart requires product clarity, trust, and motivation all at once. Tripling that rate in a single redesign cycle is the result that matters most.
07
REFLECTION
REMOVE BEFORE YOU ADD
The biggest improvements came from cutting sections that didn't serve the purchase journey, not from adding new ones. The instinct in a redesign is always to add more. Going the opposite direction, a simpler, more focused page, is what moved the numbers. Trust signals also need to live near the friction points, not at the bottom of the page where they typically land.
THE CUSTOMIZER CHANGED THE PRODUCT
Adding the customizer didn't just add a feature: it shifted the product's market position. No Dirt Golf went from selling a golf towel to selling a personalizable premium golf accessory. That opened up gifting, corporate, and team use cases the standard product couldn't address.
Still Ahead
EMBROIDERY DECORATION METHOD
Add embroidery alongside DTF with visual examples of each: stronger premium feel and higher price points for complex customizations.
Still Ahead
TEAM & BULK ORDERING FLOW
The customizer naturally attracts corporate and team buyers. A dedicated bulk ordering experience for that segment is a clear next build.